One of the first to envi­sion ecol­o­gy through the lens of prof­itabil­i­ty, Bertrand Pic­card has always advo­cat­ed that pro­tec­tion of the envi­ron­ment would become a real­i­ty only if it was per­ceived as eco­nom­i­cal­ly viable and requir­ing no finan­cial or behav­iour­al sac­ri­fices. He active­ly speaks out against the absur­di­ty of old and pol­lut­ing devices and sys­tems, and pro­motes the ben­e­fits of new exist­ing effi­cient tech­nolo­gies and solu­tions to moti­vate gov­ern­ments and indus­tries to take action. A way to prove that solv­ing cli­mate change – rather than an expen­sive prob­lem – is a fan­tas­tic mar­ket oppor­tu­ni­ty.

“We need to embrace clean tech­nolo­gies and effi­cient solu­tions, because they are much more than ‘eco­log­i­cal’ , they are ‘log­i­cal’. They cre­ate jobs and gen­er­ate prof­it, while also reduc­ing CO2 emis­sions and pre­serv­ing nat­ur­al resources. Even if cli­mate change didn’t exist, they would make sense. Clean growth is much bet­ter than the dirty sta­tus quo we have today.”